Off-page optimization has been through a dynamic period in the last few years. While Google likes to keep webmaster in the dark about the specifics of algorithms, it does provide general guidelines and tips. Google Penguin has marked the end of one era, and propelled SEO to uncharted digital waters. The goal, however, remains the same: To directly influence the rankings and make it to the forefront of the SERPs.
Social engagement
Off-page SEO activities tend to lean towards reputation management. The booming social networks are a must-have marketing tools, enabling you to create a wide community. In terms of rank improvement, the situation is not that clear. Although Google has explained that social signals affect the ranking, there is no way to access how much. Hence, the social media activity fully shines when you take into consideration its impact on brand value and awareness.
Link popularity
Links are the bloodstream of organic search, which is why SEOs invest a great deal of time building digital bridges. Though, you must account for the quality of the columns those bridges stand on. Too many low quality columns could sink your entire SEO effort in a single blow. So, if you do not want to be the weakest link, try connecting with experts in the field. With globalization gaining in momentum in this digital era, geographical location is no longer a hurdle in chasing top notch B2B solutions. For example, now you have access to some of the best New York based SEO companies, no matter where you are from.
Search engine and directory submissions
One of the first moves should be submitting your website to the most popular search engines. Once that is done, turn to directory submission. Despite some people declaring its demise, this factor is pretty much alive. It involves choosing the right category for submission and selecting directories. You may not expect the immediate results, but after a while the delayed benefits start to take hold.
Quality content
Creating a high-quality content is the cornerstone of the modern SEO practice. What you must grasp are the needs of the target audience, but also the preferences of influencers. Tailoring content to the platform of choice is paramount because it adds real value to the internet, and pleases its mighty gatekeepers. And as the digital realm is becoming more and more visual, marketers must be versed in creating videos, images, infographics, and other eye-candies.
Domain age
There seems to be little you can do about this factor. Although Google claims that the age has little effect on ranking, the evidence suggests that it does matter. It is not the same to own a brand new domain, and the one that has been around for years. In the second case, Google keeps a close eye on you. This is the kind of attention all SEOs want, so they should think twice before ditching an aged domain.
Blogging
Writing a blog is a powerful, strategic SEO move. There are few other things that can rival blogging in terms of building an audience and establishing a strong online presence. But, it is important to publish on a regular basis. That way, you give readers the reason to visit your site again, and search engines to crawl your pages more often. As the latter keep track of your latest entries, you are able to move up in SERPs. Also, consider guest blogging as a mean of establishing connections with influencers in the industry, as well as gaining more audience and visibility.
Thinking locally
Local searches are on the roll, and Google has taken notice. This has shifted the SEO landscape, and local businesses are gaining increased exposure. Search results have been for some time under the influence of geographical location, but now this tendency is more evident than ever. As search engines endorse these developments, SEOs have no other option but to optimize the businesses to local searches.
Local citations
It is worth mentioning another crucial aspect of local SEO strategies. Namely, local citations are brand or website mentions that come from at least two sources. Google uses these signals to improve the online user experience, making them an important part of local search visibility. This is best achieved through the synergy of citations, appropriate NAP, and accurate business information.
Mobile optimization
The mobile market is expanding at a staggering rate, and mobile searches have overtaken desktop ones. As a result, Google has decided to welcome these changes and align the search queries accordingly. SEOs are actively working on mobile optimization, either through responsive design or some other means. Websites who fail to adjust are being penalized in mobile searches, and experience reduced internet traffic.
Reviews
Business reviews are a hot topic. A positive review on a site like Yelp or Google+ polishes your brand and builds trust. Moreover, it boosts conversions, drives sales, and contributes to ranking in local searches. A majority of people not only reads reviews, but also rely on them as much as personal recommendations. Also, Google lists full snippets with Knowledge Graph, meaning that the reviews are in the spotlight for customers.
An optimum strategy
The notion of SEO has evolved rapidly, and has moved towards online reputation building and brand exposure. It takes a whole lot of planning, testing and information-sharing to get the ball rolling. Therefore, SEOs must harness the power of social media, and utilize it as a part of their daily marketing. Unlocking the potential of authentic links in organic searches is another crucial step to success. Finally, remember that the local business presence means more customers at your door, as a vast majority of them searches for local services and goods.
